The Study of Explore the Content of Window Display by Means of Semiotics Theory

從記號學理論來探討櫥窗展示表現的內容研究

顏鎮榮(Yen, Chen-Jung)

《藝見學刊》 17期 (2019/04) Pp. 83-96

https://doi.org/10.6207/ART-VISION.201904_(17).083-096

摘要

The aim of this study is trying to explore the content of window display by means of semiotics theory and context. Through the process to understand the symbols been used in display content, and to explore the relationship between the symbolism and the semiotics as well. Hopefully, the research result can be contributed to the instructors and design practice as reference. This paper has been divided into five parts, and will be addressed as following: The first chapter: this study is trying to explore the display context based on the point of view of European critical research, through the semiotics to analysis the meaning of window display and to abound the research of display. The second chapter: to review the related research literature as for semiotics and window display and then to confine the further research direction and goal. The third chapter is mainly focus on addressing the general idea of window display. By introducing the classification、definition、goals、cycle、general process、merchandise and utility of display to clarify the design procedure of window display. The fourth chapter is based on the theory that mentioned above to process the investigation of window display. The fifth chapter: according to the research result, this study has the following conclusion: through the application of semiotics to window display, it helps to explain the content of window display and reveal the connotation of display symbolism. Though it sill exits some restrictions and defaults, such as: no sufficient research found and can not to explore the subject through the other aspect of semiotics theory.

關鍵字

semiotics ； window display ； symbolism

並列摘要

本研究主要藉由記號學的理論來探討櫥窗展示主題式意象象徵型表現的內容。期望從研究過程中瞭解記號在展示訊息內容的應用情況，同時並探討展示記號與象徵意義之間的關係，提供給設計教學、設計實務及未來研究者參考。全文共區分為五章，其要點分述如下：第1單元：說明本研究乃是希冀採記號學角度與展示研究的觀點，以記號學的理論和方法來分析解釋櫥窗展示主題式意象象徵型表現內容的意義，以豐富展示研究的內涵。至於本研究的目的，在理論層面旨在闡釋記號學的內涵與展示研究的關連性；另在實際論述層面，則在說明記號學的理論方法如何實際運用於展示訊息內容的分析。第2單元：係將本研究主要代表記號學與櫥窗展示之相關文獻作一整理、分析與探討，並從中界定未來研究方向及目標。第3單元：解釋象徵意義在內容表達上的普遍性與重要性。從象徵的表現方式、象徵的內容應用、象徵應用的適切性以及與聯想之間的關係等作全面性的探討。第4單元：從上述理論與實例架構的基礎下，展開對櫥窗主題式意象象徵型展示的聯想內容作調查、分析與解釋。第5單元：根據上述各章節的探討結果，提出本研究的結論與建議。本研究結果發現，運用記號學理論的分析方法確實能實際應用在櫥窗展示內容的組合構成，並揭開記號內容的深層意義。但無可否認的仍存在著某些限制與缺失，例如：與本研究相關內容的文獻資料不足，又限於各種因素，未能嚐試再從記號學的其他理論切入探討，以一窺記號學理論應用在櫥窗展示內容的全貌，實為未來研究一個值得努力的方向。

並列關鍵字

記號學 ； 櫥窗展示 ； 象徵意義